How to Win Jewelry's Everyday Wear Conversation
Jewelry has become personal as consumers look to invest in everyday pieces to express themselves. Now, brands across the market are competing for a place in the everyday wardrobe.
But the strategies driving their presence appear to be different. Among the brands analyzed, Influencers generate up to 66% of Media Impact Value® (MIV®), while mass market leaders build impact through a broader Voice Mix—Celebrities, Traditional Media, Influencers, Partners and Owned Media.
Our guide unravels the marketing and PR strategies driving brand performance behind premium and mass market brands.
What You’ll Find in This Guide
ABOUT THE GUIDE
The Everyday Jewelry Market is Becoming Highly Competitive
As Gen Z and Millennial consumers balance self-expression with what they’re willing to spend, brands are responding from opposite sides of the market. Premium brands are making desirability more accessible, while mass market brands are making greater desirability to accessible price points. By expanding into lab-grown diamonds and gold-plated jewelry, it’s now giving consumers more ways to move between the two.
Non-luxury jewelry is expected to make up 75% of the industry’s $408.64B market in 2026. Increasingly, these purchases aren’t being made in isolation. Stacking, layering and mixing pieces across brands and price points are bringing premium and accessible jewelry into the same looks and moments of inspiration. Brands like APM Monaco and Monica Vinader are now appearing within the same conversations as Heaven Mayhem and Jenny Bird.
This now places brands in a highly competitive landscape when it comes to the everyday conversation, making how brands build relevance around their positioning within customer journeys increasingly important. In this guide we unravels the strategies behind key premium and mass market brands, uncovering:
- Premium and mass market jewelry brands driving significant MIV in S1 2026
- The Voices driving visibility and brand performance in the everyday jewelry conversation
- How brands like Ring Concierge, Jenny Bird and Gorjana are driving impact through their marketing and PR activations
- A four-step framework for benchmarking your brand’s Voice Mix against your competitive set